This 90-minute workshop offers a collaborative exploration of ultraprocessed foods (UPF) and the Non-GMO Project’s emerging Non-UPF Verified Program. Together, we’ll explore the rise of UPF in modern diets, the role of retailers in the natural products space, and review brand new market research exploring shopper trends in the U.S. and Canada with a focus on attitudes toward processed foods. Additionally, participants will learn more about the Non-GMO Project’s upcoming Non-UPF Verified Standard, which aims to help consumers navigate the complex packaged food landscape and bring greater transparency and integrity to the industry.

Through small-group dialogues, participants will reflect on their unique roles in shaping food culture—examining how retailers can educate without demonizing products, address misinformation amplified by social media, and move beyond single-ingredient fads to consider the broader patterns of processing.

The second half of the session emphasizes generative design. Participants will co-create practical strategies and tools to build staff and shopper capacity, support brand storytelling, and prepare their communities as Non-UPF Verified products begin appearing on store shelves in early 2026.

Madison Rossi

In her role as Partnerships & Community Engagement Manager at the Non-GMO Project, Madison Rossi focuses on building meaningful partnerships across the food system. Her work includes strengthening the Project’s retailer program and supporting the launch of the Non-UPF Verified program, which responds to the growing concern around ultraprocessed foods. Prior to joining the Non-GMO Project, Madison worked at a community food co-op in Vermont, where she gained a lasting commitment to cooperative values and the local food movement. She is passionate about empowering retailers, brands, and consumers to create a more transparent, trustworthy, and nourishing food system.

Rebecca Robinson

Rebecca Robinson oversees the development and management of product sustainability standards at PCC, focusing on setting impactful, achievable, and science-backed standards. She also guides PCC’s advocacy work related to organic regulations and toxic chemicals in consumer products. Rebecca earned her master’s degree from Humboldt State University’s Environment and Community program; her master’s thesis focused on the commodification of disease and cause-marketing. Rebecca’s focus on interdisciplinary sustainability and human-nature coupled systems has led to her gaining a diverse background in environmental toxicology, climate sciences, political economy, regenerative and organic agriculture, and green building. When not at work, Rebecca can be found working in the garden, doing home renovation projects, watching horror movies, or in the kitchen enjoying a glass of wine and cooking.